Calculating value: a digital library’s social media campaign Available to Purchase

– The purpose of this paper is to discuss a social media campaign used to promote a digital library of archival resources.

– Librarians planned and executed a social media campaign using Tumblr and Pinterest and consulted Google Analytics and database reports to determine the impact.

– The campaign resulted in few conversions back to the digital library and little return on investment.

– The campaign has been in effect for only five months, a longer testing period may be needed. Also, additional social media platforms will be added to the test.

– This is one of few examples of return on investment applied to social media and digital library promotion.